Cost-cutting, Brand Identity Top Green Motivators for Retailers

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July 23, 2009

Retailers rate cost reductions and brand identity to consumers as the top motivations for adopting more environmentally sound practices, according to a recent survey from the Retail Industry Leaders Association.

Among what are called “winners” when it comes to the environment, about 59 percent of retailers cite cost reductions and brand identity as their motivators, followed by ethical obligation (55 percent) and industry image (55 percent), according to the report, “Real-World Green: The Role of Environmental Savings in Retail.”

Furthering the notion that adopting green technologies is about perception, about 64 percent of retailers say they are most willing to invest in green projects that “project public perception that ‘we care’.” Here’s a look at how retailers rate various investment options.

About 80 percent of the “winners” cite customer expectations as the top reason to act in focusing on green initiatives, followed by their logisitics providers wanting to reduce energy consumption. Here’s a detailed look.

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Reader Comments

will a customer buy his jeans from a company just because the company is going green? I dont think so! Maybe in the western countries, but probably not in the third world and value for money markets like India.

Marketing ROI | July 23rd, 2009